Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Digestive Remedies in the US

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Executive Summary

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PROSPECTS

Stress and unhealthy eating habits contribute to growth

Sales of digestive remedies in the US continue to be driven by the unhealthy eating habits and increasingly stressful and busy lives of the consumer base. Despite widespread consumer knowledge of the long-term health consequences of an unhealthy diet, consumers often still prefer to self-medicate with digestive remedies than change their eating habits or lifestyle.

Fears of side-effects continue to plague proton pump inhibitors

Despite the popularity of indigestion and heartburn remedies in the US, sales of proton pump inhibitors continue to decline due to widening consumer fears over the side-effects associated with their routine use. GSK Consumer Healthcare’s Prevacid in particular showed a significant decline between 2017 and 2018, although competitors such as Nexium from Pfizer Consumer Health fared better.

Consumer views of digestive health are shifting towards microbiomes

Although digestive remedies saw a positive performance between 2017 and 2018, the concept of digestive health is shifting; moving away from what has traditionally been a space occupied by OTC products towards a more organic view of digestive health which focuses on digestive microbiomes and probiotics. Consumers want products that use the body’s own biology to improve their health, without the addition of external pharmaceutical products, and probiotics have been a key factor in driving growth in this area.

COMPETITIVE LANDSCAPE

Slow growth hints at competition from more natural products

As the idea of probiotics and microbiomes become more mainstream, consumers are looking for natural alternatives to the digestive remedies they used in the past. Also, if consumers do look for an API-based medication, they want one that has the fewest active ingredients possible in order to avoid negative side-effects.

Tums (GSK Consumer Healthcare) benefits from its premium line

GSK Consumer Healthcare’s Tums brand has long been a standout brand in antacids. Despite numerous competing products entering the market in recent years, sales of Tums continued to grow.

A shift in the consumer base results in gains for Pedialyte (Abbott Laboratories)

In paediatric digestive remedies, the main story continued to be the explosive and sustained growth of Pedialyte from Abbott Laboratories, a paediatric diarrhoeal remedy that has gained a following as a hangover remedy to capitalise on sales amongst an older consumer demographic. Even though Pedialyte maintains its trusted and frequently utilised position amongst parents for their children, Abbott’s decision to begin specifically marketing the product as a hangover remedy at music festivals and parades to adult drinkers significantly boosted its sales and essentially created a new category within digestive remedies in the US market.

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